SANTA CLARA, Calif. -- After shedding its graphics chip set business, S3 Inc. is getting rid of its name and stock ticker symbol as part of a complete makeover of the 10-year-old company. S3 today announced it has rename itself "Sonicblue," and on Nov. 15, it will take on the Nasdaq symbol "SBLU" to emphasize its new focus in digital media and information appliances.
The name change comes after S3 and Via Technologies Inc. announced they were moving ahead with plans to formally start a graphics chip venture following approval of the new company by Taiwan's Ministry of Economic Affairs (see Oct. 30 story). The planned S3-Via Inc. venture was initially rejected by Taiwan's new government four months ago when S3 was preparing to transfer its graphics chip business to the company.
Declaring the new Sonicblue name as a "key turning point from S3's 10-year history in the PC graphics chip industry," the Santa Clara company said it is focused on applying broad technology capabilities and financial resources to becoming a leader in new target markets.
"We intend to continue to be a leading supplier of many of the key building blocks of the digitally connected home," said Ken Potashner, chief executive officer and chairman of the company. These applications include the company's Rio digital audio player, information appliance, home networking, and Internet access products.
